The People’s Lobby (TPL) is devoted to organizing support for legislation and candidates that put the needs of people and the planet before the interests of corporations. Since the organization’s inception in 2012, TPL has grown substantially—creating geographic and issue-based hubs, specific organizing efforts, a political action committee, and an education institute—but had not updated its visual brand or website in nearly a decade.
We collaborated with TPL to elevate its brand and demonstrate unity across their organization while being approachable and exciting to younger audiences.
Visual Identity
The logo is inspired by street sign posts, indicating both a sense of place and an intersection of ideas and backgrounds. TPL works across Illinois to elect progressive candidates and fight for issues ranging from workers’ rights to criminal justice reform. The system unifies this work under a single brand that is bold and recognizable to all parts of TPL’s diverse coalition.
Throughout the brand we incorporated tactile elements such as hand-drawn lines, collages, and duotone images that embody the vernacular visual language of on-the-ground organizing—using whatever is quick, cheap, and readily available.
Inspired by black-and-white copy machines and paper stock, compositions rely on a palette of bright colors punctuated by one-color graphics and grayscale images. The highly visible colors also ensure that printed collateral and apparel stand out and draw attention during in-person organizing events. Hand-drawn graphics can be used to create more playful and inviting collateral, while abstract extrusions—taken from the logo—can echo a more serious tone.
Website
The People’s Lobby’s new website focuses on highlighting victories at all levels to celebrate wins and bring new members into the organization’s work. The website is built to house many campaigns and bases, featuring that work prominently to provide clear paths for new members to get involved.
We also developed an online brand guide that allows organizers across the state to access and download essential resources and create visually consistent work, avoiding the organizational hassle of managing document permissions.